Creative Artificial Intelligence for Marketers: A Framework and Research Agenda

Emerging Creative Artificial Intelligence (AI) systems, such as Mid-Journey, Dall-E, and ChatGPT, are gaining attention for their potential to assist marketers in creative tasks like advertisement design and copywriting. These tools could empower marketers and creative professionals to enhance both the quantity and quality of their work. Despite rapid adoption, the concept of creative AI remains relatively underexplored in marketing literature. To address this gap, the present research explores opportunities and challenges of utilizing AI for creative tasks in marketing, with a focus on insights obtained from creative practitioners. Through in-depth interviews with experienced creative professionals, the study captures first-hand experiences and perceptions regarding AI's impact on marketing creativity. Qualitative data feeds a grounded theory analysis, resulting in a comprehensive model that integrates AI into the creative process and outlines the perceived advantages and disadvantages for creative individuals and their output. The study concludes by offering strategic directions for effectively harnessing creative AI in marketing, laying the groundwork for future inquiries in this evolving field.